Inspired by the spirit and passion of soccer, Triumph Elixir captures the BOSS man’s confidence, integrity and drive in an ambery-green scent. With David Beckham revealing on Instagram that he’s spending more and more time tending to his chickens and planting Queen of Sweden shrub roses in his garden, it appears the luxury space is in need of some new soccer stars.
Enter Eduardo Camavinga, a midfielder for La Liga club Real Madrid; Phil Foden, who plays for Manchester City; and Arsenal player Kai Havertz. Together, they are the sporting faces of BOSS Triumph Elixir — a new addition to the BOSS Bottled fragrance family. At first glance, they are three strikingly different footballers from three different countries, but they do have one thing in common: a reputation for skill, dedication and unwavering determination. (And don’t worry about Becks, he’s just signed on as a menswear designer for Hugo Boss in a multi-year global partnership.)
Of course, BOSS isn’t the first fragrance to include sports stars in a luxury goods campaign. Tennis great Rafael Nadal has fronted fragrances for Lanvin and Tommy Hilfiger, as has F1 driver Lewis Hamilton for the latter. As the then vice-president of marketing at Nissan Europe, Jean-Pierre Diernaz, said in 2017: “Sport is now the only potential discipline where you can engage very high numbers of people.”
While it once made sense for brands to recruit only movie stars and models as ambassadors, sports stars pay tribute to performance, says the perfume writer, speaker and historian Dimitri Dimitriadis. “Sports stars — while considered celebrities in their own right — bring other positives to the table: their grit, strength, discipline and laserlike focus,” he says. “Perhaps in a world obsessed with fitness and wellness, athletes and sporting personalities are the new golden children in the perfume sphere?”
“Representing BOSS as one of the faces of BOSS Bottled Triumph Elixir is an incredible honour,” says Havertz. “As a child, my brother would always have BOSS aftershave and I would sneak into his room and spray it on, so having this childhood connection and to now be an ambassador is something I am really proud of.”
A highly concentrated and high-intensity fragrance, Triumph Elixir was designed to mirror the spirit and passion of soccer, and was crafted by the master perfumer Annick Ménardo, who created the legendary original BOSS Bottled scent, which celebrated its 25th anniversary in 2023. Perfumer Suzy Le Helley, who trained at the Symrise perfumery school with Ménardo, was a key collaborator.
Triumph Elixir, which is bottled in a vivid dark blue glass flacon with an icy-gold cap, aims to capture the BOSS man’s confidence, integrity and drive in an ambery-green scent, opening with bold top notes of violet leaf, followed by a woody heart of vetiver essence. At its base, patchouli essence leaves an earthy imprint.
The Triumph Elixir campaign is designed around celebrating the success and sportsmanship of the three soccer players, but also about everyday wins and paving one’s unique path to triumph. As Foden says, “If you work hard, you have every opportunity to achieve great things.” Says Camavinga, “BOSS Is a brand that always reflected the values of empowerment, dedication and success. I feel really connected to the messaging of this campaign.”
BOSS Bottled Triumph Elixir eau de parfum, $182 (100ml), is available from department stores, Sephora and select pharmacies nationally. www.sephora.com.au.
BOSS Bottled Triumph Elixir eau de parfum, $182 (100ml), is available from department stores, Sephora and select pharmacies nationally.
